Effective brand equity management is the cornerstone of business success. Strong brands influence customer preferences, strengthen customer loyalty and generate greater profits. At DCDM, we have developed a number of research methodologies that assist you in the management of your brands.

Our Brand Equity Management Practice specialises in the following:

Brand Equity Diagnostic

Brand Equity Measurement

Brand Equity Diagnostic

We provide you with a comprehensive assessment of the different dimensions of brand equity. We highlight areas where you need to focus your efforts and propose actionable improvements you need to strengthen your brand's positioning on the market.

There are four dimensions to Brand Equity Diagnostic that you need to assess to strengthen your brand's positioning :

Product research
On going product research is fundamental to monitor your competitive positioning on the market. Achieving and maintaining superior product quality is a key factor for the success of a brand.

Pricing research
Price is a critical component of the marketing mix. You need to have market information with a view to set your price at a level that maximises profits while at the same time ensuring your competitive position on the market.

Packaging research
We will assist you in determining the core attributes of your pack design, assess and select alternative pack designs, and evaluate customers' feedback towards an eventual pack redesign.

Sales promotions and communication strategy
Our Brand Equity Management team will assist you in formulating and implementing appropriate sales promotions and communication strategy to better communicate your brands.

Brand Equity Measurement

We provide you with key indicators of brand performance and prioritise marketing initiatives to enhance your brand's strength.

Effective Brand Equity Management demands measurement of your brand's strength. We have the necessary expertise to assist you in this area.

Brand Health Tracking
We provide you with key market-based and consumer-based indicators of your brand's market performance. We look at your brand from different perspectives and provide measurement of your brand's strength on the market :

Brand awareness
Brand usage
Switching dynamics
Consumer trends and possible market share movements
Perceived image

Franchise Driver Analysis
Our analysis enables you to identify key areas where you are under-performing and prioritises remedial actions.

As a marketer, you need to know which Brand Equity dimensions have the most impact on Franchise Loyalty and Franchise size. We can help you to focus your actions on those areas that have significant impact on Franchise Recruitment and Loyalty Enhancement.
This will allow you to make the most efficient use of marketing resources and maximise returns on your marketing expenditures.

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